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Experiential Marketing and Swadeshi Movement in India

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Experiential Marketing in recent years is catching the momentum and more companies are gearing up to start such campaigns to attract consumer’s attention emotionally, practically and rationally. Its aim is to create some kind of connection between a product and consumers. It allows consumers to respond to a product emotionally and/or practically. Experiential marketing campaigns need to be creative and ad campaigners must be aware of their target audience and site locations.

Gone are those old days when advertisements used to be jingles or mere a poster, now there is a steep increase in the number of television ads which involve the viewers emotionally, either through their sense of humour or by leaving tears on their eyes but still getting a positive attention towards their product. However, experiential marketing is not restricted to the television ads, but various campaigners have used their creativity to attract the consumers to their product by allowing them to interact with the advertisement in the physical world.

Some Interesting Examples of Experiential Marketing

 

One of the recent and very popular experiential marketing campaign was executed by Coca Cola in National University of Singapore. A vending machine was installed which would give a free can of Coca Cola when hugged tightly, this became very popular with students of the university and the campaign became very popular worldwide that almost all the major business and news journals covered it. It was a creative idea implemented by Oglivy and Mather of Singapore for the cola company. Leonardo O’Grady, ASEAN IMC director of the Coca-Cola Company explains: “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large.”

 

coca cola hug machine
Coke Hug Machine in National University of Singapore, Source unknown

World renowned automaker Volkswagen surprised newsreaders in India on 21st September, 2010 by giving them the first of its kind experience of a talking newspaper. As soon as readers opened the Times of India or The Hindu newspaper; a light sensor would activate a recorded advertisement announcing the arrival of “a perfectly engineered car” – the Vento. It not only did help Volkswagen, but also the newspaper companies which received appreciations by the readers. This creative idea was implemented by DDB India. Speaking on this, Lutz Kothe, head of marketing & PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said “At Volkswagen, innovation is a way of life, it extends beyond our cars to even the way we communicate which reflects in this initiative.”

 

BBC see both sides of the story
BBC World ‘See both sides of the story’ ad

 

BBC started utilizing the corner walls for their campaign “See both sides of the story” this advertisement literally allowed the public to see the two sides giving the message that BBC has an unbiased approach and covers both the sides of the news from every point of view.

 

Folgers coffee street ad
Folgers Coffee Street Ad
Folgers coffee in New York City turned ordinary man holes into steaming cup of hot coffee. In the busy city like new york where finding a banner space to showcase your ad is also difficult, Folgers came with an idea of using man holes for their advertisement campaign. Which no one would have ever thought of before, it is not just extremely creative, but it is also impossible to be missed as millions of people walk on the streets of New York everyday.

 

duracell escalator ad
Duracell Escalator ad

 

Duracell used the escalator’s base to advertise their batteries. The campaign involved placing a 3D sticker of Duracell batteries showing as if the escalator is being powered by their batteries. This gives an impression of the high power and potential of their product, although it may not be possible to power a whole escalator with a pair of two standard AA size battery cells.

 

While all over the world innovative ideas have been coming up to create a difference on how consumers behave towards their product, Television ads have reached a new high in attracting consumers with their all emotions involved as people cannot interact as much physically as in real life, the only scope for the advertisers is to directly strike consumer’s passion and emotions.

Swadeshi Movement Connection

 

In India, Indian companies have been using experiential marketing with the formula of their national identity. Time to time companies create advertisements to make Indian consumers aware of their Indian origin. Such campaigning idea has its roots in Swadeshi movement. It was a movement to weaken British Empire in India economically and create better economic conditions within India and Indian people by abjuring English products and using only Indian made and Indian origin products. As described by Mahatma Gandhi, the movement was of utmost important  for swaraj (self rule). The movement was mainly propelled by Aurobindo Ghosh, Lokmanya Bal Gangadhar Tilak, Bipin Chandra Pal and Lala Lajpat Rai who were full with enthusiasm and anger after the partition of Bengal.
People gathered and burnt all the imported clothes and products they had, they boycotted buying any foreign product, even imported sugar. Local industries, handicrafts, small scale workers and farmers gained a lot, creating a better integrated economic structure among Indians and demoralizing English rulers whose one of the main purpose of being in India was its market.
Indian companies are still active in tapping that general mindset among Indian people and making them realize their greatness as their products are of Indian origin. It could be another form of experiential marketing as it is only on television, but still allows consumers to interact with their emotional senses. Watching such advertisements on television, consumers are able to connect to those times when their ancestors or they themselves had struggled to get rid of the foreign rule. It fills the public with enthusiasm, patriotism and passion and allows them to better interact emotionally with the product.
Today almost all the major Indian brands have harnessed the potential of Swadeshi movement in the current scenarios. Videocon coming with the tag line “Indian Multinational” in their ads became very famous at the time when Indians realized that the country is moving ahead with a very fast pace. Indian actor Shahrukh Khan would appear on the television sets and say “the Indian Multinational”.
An Indian man would appear on the television screens flying from India to the different countries showcasing the cultural icons of those countries, chanting “vande matram” Aditya Birla Group came up with the tagline “Taking India to the World”, making Indians realize the value of their company how they are making the brand name “India” more popular in the world.
TATA group came with an advertisement showing a little girl how proud she was to see an Air conditioner, which is still out of reach from for many Indians living in Indian villages. The girl insists on Voltas Air conditioner’s Indian origin and says “India ka AC” (Air conditioner of India). Voltas air conditioners are considered to be cheaper, more efficient and powerful.
When India opened its doors for the international companies after liberalizing its economy in favour of globalization in 1991. There was a fear that local Indian companies might lose in competition with the matured brands from the developed world. However, today almost in any sector Indian companies are able to outperform their foreign counterparts. There are many reasons for this, one being that Indian markets were opened quite at later stage when government had realized that Indian companies have got matured enough. But one of the major reason is also that Indians of today’s generation have started preferring India brands once again which is indeed because of such advertisements that connects people to Swadeshi movement.

Taking example of the auto industry, three out of top four auto companies in India are Indians by their market share. Leaving behind other companies who have a great foothold all over the world.

  1. Maruti – 40% (India)
  2. Hyundai -13.88% (South Korea)
  3. Tata – 13.12% (India)
  4. Mahindra – 7.89% (India)

Source: rediff.com

Recently India observed telecom revolution, which has penetrated even the remotest parts of India, this was due to the result of aggressive competition between government-private and private-private companies. Today almost all the big names in India like Tata, Aditya Birla Group, Videocon, Reliance, Bharti are in telecom business. Again among the top four mobile carrier services in India, three are Indians.

  1. Airtel
  2. Vodafone
  3. Idea
  4. Reliance
When it comes to bank, Indian banks receive tough competition from global players like Citibank, HSBC and Deutsche Bank, however when it comes to the best banks in India including foreign and domestic, all top seven positions are occupied by the Indian ones.

 

best banks in india
Source: Business Today

 

Experiential marketing is anything that allows users to interact with their products either physically or emotionally. Some creative campaigns can become so popular that they might start attracting consumers out of the targeted area bringing more profit, revenue and popularity. Implementing such creativeness could be costly, but if researched and analyzed properly, it can bring good results, especially brand popularity and name.

 

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Sanskar Shrivastava is the founder of international students' journal, The World Reporter. Passionate about dynamic occurrence in geopolitics, Sanskar has been studying and analyzing geopolitcal events from early life. At present, Sanskar is a student at the Russian Centre of Science and Culture and will be moving to Duke University.

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What to Do if You Are Involved in a Truck Accident While Traveling

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Any vehicle accident can potentially cause a lot of damage, not only to the vehicle itself but also to the passengers.  One of the most fatal type of accident on the roads is an accident involving a truck.  No matter where you are traveling to, or from, it is important to know the steps to take should you be involved in a truck accident.  We are going to look at those steps in this article.

Step 1: Say Nothing That Admits Fault

After an accident, you may be required to speak to the police and Highway Patrol.  While it is important to be truthful and answer any questions they have, you don’t want to elaborate or provide too much information.  If you have any questions about the other party, you should limit yourself and just ask if they are hurt.  No matter what you do, don’t apologize, don’t speak to the other driver, and don’t say anything like “I didn’t see you”.  All of these things can come across as an admission that you are at fault.  It is unlikely that fault can be determined at the accident scene, and you don’t want to risk jeopardizing your case by saying something you shouldn’t.

Step 2: See a Doctor

It’s wise to see your doctor immediately after an accident, even if you feel fine.  Many people do feel okay after an accident, but they still have injuries that need checking out.  Not only will this help to ensure your personal safety, but you will also have any injuries you sustained on record, should your truck accident lawyer need them when building your case.

Step 3: Notify Your Insurance Company

Your insurance policy should detail the steps you need to take to report a claim.  You might also want to review your policy to see what kind of coverage you have, and how long you can expect to wait to receive a payout.  Your insurance company may need extra information regarding the accident so be prepared for this.

Step 4: Contact an Attorney

Delay and procrastination can lead to a lost claim, so as soon as you have seen a doctor and notified your insurance company you’ll want to contact a truck accident attorney.  Every state has different limitations regarding the statute of limitations for personal injury claims, so it’s wise to do this as soon as possible.  If you were traveling out of state when the accident happened, you may need to speak to an attorney based in the state where the accident took place.

Your attorney will be able to look at the evidence you provided, as well as your medical records, and let you know whether you have the basis for a claim.  The first meeting is usually free, too, so it’s always worth finding out if you could claim compensation.  Whatever you do, don’t bow over to the trucking company’s lawyers, especially if you couldn’t have done anything to prevent the accident.

Have you ever been injured in a truck accident that wasn’t your fault?  Let us know what happened in the comments.

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GESAB, innovation and design with 25 years of experience

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GESAB is a company with the guarantee of the future based on its basic pillars: ergonomics, innovation, design and technology on which GESAB develops all its projects for centers and control rooms.

GESAB, has more than 25 years of experience offering solutions for control centers. An experience identified by always being at the forefront of innovation and design, whose mission will be to offer all its customers solutions with the highest quality and functionality.

GESAB has a large team of architects, engineers and designers, which makes it easy to cover the project in a global way and offer a multitude of solutions. It is worth highlighting its integral projects developed in a unique and exclusive way to satisfy all the needs of the client, surprising them in every detail. In addition, the GESAB team develops lighting, design, interior design and ergonomics studies to look for a better performance in the work starting from the humanization of the means to produce it, that is, to give the control rooms the maximum functionality and character of their own.

The control centers developed by GESAB provide the integration of the most advanced technology. All its designs and consoles are unique and personalized, created for each client, working from comfort to project execution to ensure maximum quality. GESAB guarantees compliance with its basic principles of design and ergonomics within the control centers. Its design is the beginning of the renovation and technological update; its layout of room, visualizes the best workstations; its indicators and controls, facilitate the interaction with the design of the hardware and software of the control panel; its evaluation will review the components so that they are to the maximum performance and its environmental requirements improve the luminous, acoustic environment…

GESABs technical furniture complies with the highest standards in ergonomics and safety at work. Fantastic design and quality are present in all GESAB control consoles, to ensure maximum functionality and performance in this type of crucial environments.

These workspaces available 24 hours a day, 7 days a week place GESAB consoles on an operators main axis. GESABs work is carried out in conjunction with the customer, allowing the development of fully customized and adapted control rooms. From technical furniture, through ergonomic chairs, audiovisual equipment, design, technical flooring, ambient lighting or acoustic panels. GESAB is able to face small and big challenges all over the world, looking for complete and innovative solutions that are not only limited to operator control consoles, but also include ergonomic solutions and the most advanced technology.

In addition, all GESAB components are based on a safety principle in their products. These include the personalized control panels that include the switchboards and synoptic panels, all for the most sophisticated and technical environments, where precision is key, taking a further step towards innovation. GESAB has already had many success stories, and are related to all sectors, whether energy companies, civil protection, security, systems management, finance, telecommunications, traffic control or airport due to the advantages it offers for companies such as increased productivity and energy efficiency.

GESAB has developed the new generation with a revolutionary solution that puts the operator at the heart of the action through the management, administration, control of equipment and information sources bringing visual ergonomics to a new dimension.

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The Sweet Caroline of Dogers Owner

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Guggenheim

Mark Walter  is a billionaire and CEO at Guggenheim Partners LLC.  Is he driving Guggenheim towards the beginning of the end?  Are the owners of the L.A. Dodgers being dodged???

Guggenheim has established its name and a tradition of innovation in the past decade.  It has emerged as a new player in the financial markets focusing on mergers and acquisitions, insurance and wealth management and has over $300 billion in money management.

Guggenheim has become known as the “New Goldman Sachs”.  It has become a renowned recruiter of the best talent in the industry (including Bear Stearns CEO Alan Swartz). Guggenheim continually makes the cover page in most financial papers, including The Financial Times and The Wall Street Journal.  Lately, Guggenheim has been appearing in the press for all of the wrong reasons or for the LA Dodgers making it to the World Series.

But the tide is beginning to turn on Walter and Guggenheim.  The news now regularly includes information on CEO Walter and his relationship with Alexandra Court (a South African citizen, former corporate lawyer at Clifford Chance and who also did stints with UBS and Credit Suisse)

Ms. Court’s hiring and promotion has seemingly created power struggles within Guggenheim and in-fighting with its brilliant Chief Investment Officer Scott Minerd.

The current situation seems to be nothing new for Walter.  He has previously clashed with founding partners including Morley, Curcio and Boehly – all of these individuals left Guggenheim with extremely generous (nine-digit) severance packages.  More telling is that only six managing partners remain.  New information is coming to light every day.  It is no wonder that Ms. Court is trying to negotiate her departure and is reportedly asking for $100 million severance and a mansion.

Walter has his allies – ABS Capital Company (an offshore company and owner of Walter’s Malibu estate); a number of Latin American sophisticated agents; and another blond female “Caroline” working now at Guggenheim.  Do these allies recognize that their reputations and jobs are on the line with the investigation and questioning of the origins of the dollars through the sophisticated insurance structures.

The latest theory is that Walter will walk out.  Looks like it could be a larger blow than we actually think.  Do not blink or you will miss something.

Samuel Magic

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